Tracking: Pixel and CAPI
We fix the Meta Pixel and implement the Conversions API, so Meta sees the real conversions. Without it, the system spends budget in the wrong places.
Meta ads · Facebook and Instagram
Meta ads, measured by inquiries and sales.
Meta ads are paid advertising on Facebook and Instagram. PIKA. Digital sets them up so that tracking is correct (Meta Pixel and Conversions API), creative is tested hook by hook, and success is measured by cost per inquiry or ROAS, not by reach.
At Estetika Riossa the cost per Meta lead event fell from 43 € to 5–10 €. At Ortenia it is 1,66 €.
Reply within 48 hours. Personally from Kevin.
Updated: October 2026
Who it is for
Who are Meta ads for?
For companies that use ads to create demand before the buyer goes looking: online stores that measure ROAS and service companies that measure cost per inquiry. Meta reaches people before they search, Google catches them when they do. That is why we often tie the two together.
Selling through an online store? See performance marketing for online stores. Selling services? See lead generation.
What we do
What does Meta ads management include?
Segmentation by purchase intent
We separate ads by how close to buying the user is. A cold audience gets a different message than one that has already shown interest.
Creative and hook testing
We test the hook, body and call to action. We prepare the material ourselves, including UGC, and every ad measures its own contribution.
Weekly optimisation
Every week we optimise campaigns and report. We scale what works and stop what does not.
Measurement
How do we measure the success of Meta ads?
For online stores we measure ROAS, CAC and the LTV:CAC ratio. For service companies we measure cost per inquiry and inquiry quality. The explanation of ROAS is in What is ROAS?, of CPL in What is CPL?
An important line with Meta campaigns: a lead event is a triggered inquiry, not a closed deal. That is why we tie the numbers to your sales and report all the way to revenue, not just to the click.
Proof
What results have we achieved with Meta ads?
43 € → 5–10 €
cost per Meta lead event, Estetika Riossa (7 months of work)
90–130
lead events per month, stable, Estetika Riossa
1,66 €
average cost per Meta lead event, Ortenia. Regional sector average: 3–10 €
11
inquiries from a Meta lead-gen campaign in one month, Naitors (CPC 0,37 €)
Estetika Riossa came with a lead event at 43 € and fluctuating volume. The problem was not the market but tracking: the Pixel was not set up correctly. After rebuilding tracking and acquisition, the cost fell to 5–10 € and the system reached a stable 90–130 events a month and filled the calendar. Read the Riossa case.
Ortenia (premium tourism) has an average cost per lead event of 1,66 €, which by the case data is 2 to 6 times better than the regional sector average. Read the Ortenia case.
Terms
How do we work together?
We work in 90-day cycles, with the same process as for every service: diagnostic, setup, paid traffic launch, ongoing optimisation. The notice period is 60 days. The advertising budget is separate from our work. We do not guarantee results in advance, but we always guarantee measurement.
FAQ
What do companies ask most often about Meta ads?
How much do Meta ads cost?
The cost has two parts: the advertising budget and our work. The budget is separate from our work, and our work is itemised in the offer, because the price follows the scope of campaigns and creative production. At Ortenia the average cost per Meta lead event is 1,66 €.
What is the Conversions API (CAPI) and why do I need it?
CAPI sends conversion data to Meta directly from the server, not only through the browser, so the data is more complete. At Estetika Riossa we fixed the Meta Pixel and implemented CAPI, and the cost per lead event fell from 43 € to 5–10 € in the first three months.
What is a hook and why do you test it?
A hook is the opening of an ad that stops the scroll. We test each hook separately, so we know which one sells instead of guessing which ad will take off.
How fast can I expect better numbers?
That depends on the starting point, so we make no promises. At Estetika Riossa the cost per lead event fell from 43 € to 5–10 € in the first three months. We do not guarantee results in advance, but we always guarantee measurement.
Is a Meta lead event the same as a sale?
No. A Meta lead event is a triggered inquiry, not a completed purchase or booking. That is why we always tie Meta numbers to your CRM or calendar, where we see how many inquiries become a deal.
Do you also run Google Ads?
Yes. Meta reaches people before they search, Google catches them when they do. At Estetika Riossa, once the Meta campaigns stabilised, we added Google PPC campaigns for active search intent.
Next step
Let's look at your Meta account.
Tell us what you advertise today and what an inquiry costs you. We review tracking, creative and structure, and say what we would change first.
Reply within 48 hours. Personally from Kevin. If we are not the right fit, we say so.